Campaign for the Royal Academy of Arts Membership scheme. RA commissioned to develop a single language for all their Membership material as it didn’t have a recognisable voice or unified style throughout. We used the line ‘I’m a friend of...’ and developed a complete suite of elements where the word ‘Friend’ is used in an approachable way, tailoring the message for each piece of print. With the use of a specific Pantone colour, artworks by artist Mali Morris (RA) and a quite rigid system for type and styles, the result is a bold and modern yet classic suite.